The Sauk Centre herald. (Sauk Centre, Stearns County, Minn.) 1886-current, 1887-01-06
NEWSPAPER ADVERTISING.

"When an intelligent man wants TO pur-
chase, lie buys f-ois parties whose standing
IN their several calIlngs is q guarantee for
the quality of their wai es. When the same
man wishes 10 advertise, he goes 10 those
who have made the business o stud,, and
possesses the requisite FACILITIES for It's
transaction. lie wants the best service
which IL is possible TO procure, and goes TO
the place where It is most reasonable 10
expect that such service may be cbtaibed."
The sentence quoted above make up the
opening paragraph of a remarkable publ
cation which has lately reached us from tho
oldest and best knpYn house in tnis line,
Messrs. Geo. 2. Rawell & Co, Proprietois of
the Newspaper Advertising Bureau, No. 10
spruce street, New York City.
It was In the year 1865 that this firm
organized an Office for the reception and for.
warding Of advertisements fer American
thoroughly perfected system and better
facilities fer conducting the necessary ncgo.
tiations and watching the fulfllment of adj
vertising contracts, than has elsewhere ever
been attempted.
They receive and keep regularly on file all
Of the Newspapers OF special merit or In
fuepcs which are issued throughout the
find. whether daily. Weekly or monthly.
They established and have always pub.
lishsd the American Newspaper Directory,
aud are engaged at the present time upon
revision for tile nineteenth annual edition;
but the Directory now contains the pames
OF fifteen Thousand newspapers, while those
which a general advertiser especially needs
to use do not number over thousand. 1t Is
said TO be easy to expend q hundred Thousand
dollars for three months' advertising In the
Thousand seIectcd papers. II Is TO aid the
advertiser in inakina the selection, that tie
small volume u which we are now speaking
has been issued. II has been &C implied with
honesty, judgemnt and knowledge.
One list names the best paper In every
State, ia no Instance mole than one, and
again there is a catalogue of largest circu-
iali9ns from WHICH is omitted no periodical
which mas reached regular issue of 50
many as twenty five thousa nd cor les.
The largest single group Is called :'Tne
Best List Of Local Newspapers" every paper
nsmea OIL " being selected bcpaqss either
lis daily or weekly edition Is the most
widely circulated or influential, published
at an important town. CRY or county seat.
This list covers every State, Territory.
District and Province OF the United
states and Canada. and represents every
county seat having a population greater
than 5000, a.d every place having a popula-
ton greater than COCO from Halifax to San
Diego, from Florida TO British Colnmbia,
This small book contains great deal Of
Interrogation which every successful adver-
tiser must have. II is reiparkable COM
pilation-renarkable for its impartial hon.
esty II is exactly What IL Purpor Is TO he,
sand has been complied without fear or
favor, upon the best judgment Gifts pub
fishers; and on the subject treated their
Judgment is the best which eau be appealed
TO.
s Two features will surpass most newspaper
men who have not had their attention
called to the matter one is that more than
one-half Of all the country weeklIss are now
printed on tho CO operative or ready print
plan. and the oibe- that list of class
journals numbers between two and thiss
hnndred IN all, although no GLASS paper II
allowed place In the catalogue unless Its
regular issues exceeded i've thousand
copies. Class Journals are mainly growth
of The last decade.
It Is hardly Necessary TO say In this con-
nection that the HERALD Is accorded q
place In It's appropriate classification.